How To View The Increasingly Fierce Online Shopping War?

"P" recently, "a href=" http://www.91se91.com/news/index_s.asp "Jingdong" /a group senior vice president Li Xi issued a "butterfly Festival" short micro-blog, began to promote the promotion of Jingdong cosmetics 28 days later, then in February 25th, after the marriage of vip.com and Le bee network, the first new news conference was held, which officially launched the "Peach Blossom Festival" cosmetics promotion activities.

And another big cosmetic online shopping player, jumei.com, is the 301 most popular advertising campaign, which has already been rolled out in all kinds of media.

Butterfly Festival, Peach Blossom Festival, 301 big promotion behind the three major players entered an unprecedented melee.

< /p >

< p > how to treat the three cosmetics online shopping wars? How will this affect the cosmetics online shopping industry?

< /p >

< p > < strong > Jingdong: protect the "genuine products", expand the battalion and reduce IPO risk < /strong > /p >

< p > Jingdong's "butterfly Festival" is the first time this year. The beginning time is almost the same as the "Peach Blossom Festival" of Lok bee network. Before the 301 big promotion of jumei.com, it is very clear that we want to share a cup of cake.

Jingdong started with 3C, and many of its products were not directly battalion. In the past, cosmetics had been sold to sellers of POP platforms.

However, cosmetics and a target= "_blank" href= "http://www.91se91.com/" > clothing < /a > a target= "_blank" href= "http://www.91se91.com/" > shoes "no" and "hat" and so on. The open platform has always been the hardest hit area of cosmetics products.

Jingdong relies on the differentiation competition of "genuine + fast", which has created a way out of the hegemony system of Taobao Tmall. Under the background of "quick" becoming the major platform, Jingdong's "genuine" image is weakened, and it will pay an unbearable price in the long run.

< /p >

< p > the control of the image of the "genuine product", plus the cosmetics online shopping industry itself has a fairly large market (the report of cosmetics online shopping written by Erik in 2012, which is written by Erik in 2012, predicts that the size of the cosmetics online shopping market is expected to reach 120 billion in 2015); besides, cosmetics are an easy trigger consumer complaint category, and because of the confusion of channels, it is difficult to distinguish the parallel goods and counterfeit goods. The international high-end brands may also initiate complaints for their own rights and interests. At the moment, Jingdong's listing in the US is about to take place, so we must try our best to reduce the risk of it.

Therefore, it is imperative for the Jingdong to take back the cosmetics category directly. At present, the Jingdong cosmetics category has entered the "self +POP" stage. Most of the cosmetic products promoted by the butterfly Festival are distributed and shipped by Jingdong themselves by Jingdong.

In the future, unless it is the official flagship store, a large number of cosmetic shops will be cleared by Jingdong.

< /p >

< p > the Jingdong butterfly Festival is regarded as a centralized exercise of Jingdong cosmetics category from platform to self operation. The actual sales volume is not the most important.

< /p >

< p > > strong > poly America: rush to be listed, protect first, seek foolproof, < /strong > /p >

< p > it should be said that the cosmetics online shopping festival from the end of February to the beginning of March was launched and fried by jumei.com at first. Its 301 promotion has become one of the three online shopping festivals to some extent with Jingdong's 618 and Tmall's double 11.

It has been reported that the United States will go to IPO in 2014, and the 301 big push is a good opportunity for its performance before the listing.

For Jimmy, listing is a real and urgent demand. It has left the bee net behind in the past four years, but the listing will not follow the wind. Especially after the marriage of the bee net, the United States needs to prove itself with results, so as to increase the weight for the listing.

< /p >

< p > at present, if only from the sales of cosmetics category, Taobao is still the obvious first; poly America has the biggest advantage in the field of B2C business, but the sales of cosmetics of vip.com + Le bee net is not low, and Jingdong is catching up.

In the future, the proportion of C2C in cosmetics online shopping will be further reduced, and B2C will gradually dominate.

The United States must maintain B2C cosmetics online shopping first, in order to give the market enough confidence; therefore, the United States to maintain its 301 home position determination.

< /p >

< p > poly America is the 301 big reason to promote the other big consideration. It is necessary to protect the situation that does not appear in 2013. At that time, due to inadequate preparation, the traffic volume was too large, resulting in almost collapse of the website, too many orders, resulting in delayed delivery, and customers could not receive goods for a long time.

This year, the great promotion of the United States is sure to ensure a clear mentality. Although the United States needs to prove itself, this year's 301 is expected to be more steady in playing.

< /p >

< p > < strong > Yue bee: sales volume, momentum, sales name, < /strong > /p >

The Peach Blossom Festival (P) has already been in operation for several years, and the effect is fairly good. But because of the long sales promotion time, the marketing propaganda is not as shocking as that of the United States.

In terms of sales performance, Le bee net is not good enough, and people's performance is poor. Until recently, Le bee network was controlled by vip.com, and it was a good backing.

The Peach Blossom Festival has become the first big test after the marriage of the only product. The first thing will be the sales target.

In 2013, the task of Le bee net 3 billion was far from complete, and the sales target of 2013 should be completed at least in 2014.

< /p >

< p > vip.com holdings, and then invest in the Oriental fashion (with its own brand); in accordance with the agreement between the two sides, vip.com has committed itself to the sale of its own brand in the Orient. Under the pressure of huge sales, Lok bee network and the vip.com behind it urgently need to expand their momentum, so that the brand can be known by more consumers.

In order to achieve its goal, the Lok bee network announced that it had declared war against parallel goods, but at discount, it was more affordable than before.

This big promotion is understood from another level, which is to spend money on users.

{page_break} < /p >

< p > in addition, Le bee network has been controlled. Although Shen Ya and Li Jing have always said that they are "true love", the media rightly interpreted this as the failure of Le bee net (refer to the deep interpretation of Baidu in Baidu's 100 homes: vip.com, music bee, and those who gather in the United States).

Vip.com's commitment to the original music bee network team is "no pay cuts, no demotion, no adjustment of Posts", which is also explained from another aspect.

The team of Le bee network is somewhat more humiliating. The Peach Blossom Festival is good for the team, and the bee net is ready to sell itself.

< /p >

< p > < strong > Pu Ge comment: make big cake and solve the supply chain problem together. < /strong > /p >

< p > Jingdong, jumei.com and Le bee net, no matter how powerful they are, there is no denying the fact that as a network channel for cosmetics sales, they are still in a very weak position compared with the traditional offline channels, and this position is difficult to change in the short term, so the cosmetics retailers are despised by the international high-end brands in terms of product supply.

< /p >

P has appealed before that the cosmetics websites belong to the same camp, so they do not need to be hostile or even black each other.

The first thing to do is to make the cake of cosmetic online shopping bigger, so that everyone can have the opportunity to share the huge market, and the other is pinching each other, destroying the image of cosmetics online shopping in the minds of consumers, which is not good for all cosmetic websites.

< /p >

< p > moreover, the cosmetics websites alone and international high-end a href= "http://www.91se91.com/news/index_f.asp" > brand < /a > lack the right to speak, and they can synthesize a force or win greater interests.

In fact, the cosmetics of many offline stores are sold through websites, and the major brands are aware of the situation. They also pay more attention to the online shopping channels of cosmetics.

Of course, the United States and the music bee have to join together to strive for greater verbal power, which tests the wisdom of Shen Ya, Chen Ou and Li Jing. However, even if they lack intelligence, they will surely know that there is no need for them to do anything harmful to the industry.

< /p >